ColumnistsAug 19, 2025
Peter Smith: The Arrival Fallacy and Jewelry RetailColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-Gifting
In his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
August is an in-between month.
Vacations are winding down. Kids are heading back to school. College students are packing up to move to campus. Working professionals are bracing for the fourth-quarter push at their companies.
It's the month that marks one of the most dramatic shifts of the year.
But, while many jewelers write off this time of year as “slow,” there’s a golden opportunity hiding in plain sight.
Some of your most valuable customers are buying for someone they know better than anyone else—themselves. And, August is the perfect time to target these self-gifting purchases.
Summer is winding down and the days are getting shorter. Routines are returning. And after months of focusing on everyone else, people are ready to put themselves back on the priority list.
For college students, it’s a chance to show off a new look on campus. For you and your co-workers, it's an opportunity to get noticed at the office. For busy moms, it’s finally a moment of peace when they get their time back during the day for themselves.
Here’s how you make August count and make the "slowest" time of the year your busiest one yet!
First, get your sales and marketing team aligned with your new strategy. Train them to recognize when a customer is shopping for themselves either online or at your store. It’s often subtle.
A passing comment like, “This would look great on me,” or “I’ve been eyeing this piece,” or “I love this style,” is your cue.
Lean in. Ask them why. Encourage them to talk, then listen. Let them know they deserve it.
That little emotional nudge can be enough for them to talk themselves into the sale. Your best salesperson could be your own customer.
Related stories will be right here …
Vacations are winding down. Kids are heading back to school. College students are packing up to move to campus. Working professionals are bracing for the fourth-quarter push at their companies.
It's the month that marks one of the most dramatic shifts of the year.
But, while many jewelers write off this time of year as “slow,” there’s a golden opportunity hiding in plain sight.
Some of your most valuable customers are buying for someone they know better than anyone else—themselves. And, August is the perfect time to target these self-gifting purchases.
Summer is winding down and the days are getting shorter. Routines are returning. And after months of focusing on everyone else, people are ready to put themselves back on the priority list.
For college students, it’s a chance to show off a new look on campus. For you and your co-workers, it's an opportunity to get noticed at the office. For busy moms, it’s finally a moment of peace when they get their time back during the day for themselves.
Here’s how you make August count and make the "slowest" time of the year your busiest one yet!
First, get your sales and marketing team aligned with your new strategy. Train them to recognize when a customer is shopping for themselves either online or at your store. It’s often subtle.
A passing comment like, “This would look great on me,” or “I’ve been eyeing this piece,” or “I love this style,” is your cue.
Lean in. Ask them why. Encourage them to talk, then listen. Let them know they deserve it.
That little emotional nudge can be enough for them to talk themselves into the sale. Your best salesperson could be your own customer.
Next, shift the story you’re telling across all your digital marketing.
Don’t let your homepage sit static. Update your messaging with something seasonal and fresh such as a banner that says: “Back to School, Back to Style,” “Turn Heads at the Office,” or even something as direct as “Go Ahead, Reward Yourself.”
On your website, highlight pieces that are on-trend and in-style. You want jewelry that speaks to reinvention and personal expression. That's what this month is all about.
Think large hoops that elevate an outfit, a bold ring that marks a new start, or a pendant that feels like a personal mantra such as a zodiac sign, birthstone, evil eye, or other symbol.
You want your product pages to do more than just display the price and details. Show how that piece fits into someone’s life, not just their jewelry box.
Now, improve your email marketing. Don’t just blast your whole list with the same generic message. Segment your campaigns. Identify past customers who’ve purchased before. Talk to them directly.
Use powerful subject lines like: “Start the season with something just for you.” or "Go ahead, you deserve it.” Grab people’s attention via their inbox.
In all your emails, you want to curate collections that feel handpicked -- not cluttered. And always include a reason to act now: limited-time bonuses, a free gift with purchase, or lifetime free jewelry cleanings. Urgency sells. Act now.
For your social media, it should feel personal. Skip the stock images. Share quick videos of your staff talking about what they’ve gifted themselves and why. Post photos of real customers wearing your jewelry and how it made them feel. Tell personal stories and don't worry if it's not perfect. Authenticity sells.
Remind people that self-gifting isn’t selfish. It’s powerful. It’s energizing. It’s a reset. And, yes they deserve it. Everything you do in your digital marketing should be framed this way.
People crave rewards. Right now, your customer is waiting for a reason to buy from you. All you need to do is give them one.
You can turn a seasonal lull into your most surprising sales spike yet. August doesn’t have to be your slowest marketing month. It can be your smartest.
To learn more about Smart Age Solutions and its tools for jewelry marketing, visit its website or email at info@smartagesolutions.com.
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